The most frequent mistake made by new CBSM strategy designers is assuming that they know everything about their target audiences. They believe that they already know the motivators, barriers, and attitudes of their target audience. They then design a strategy based on their own beliefs rather than those of the people they are trying to influence.

If you have not asked your target audience about the barriers to adoption of the preferred behaviours, then you don’t know what they are. So how can you remove them?

Do your research before designing the strategy. Have the courage to be humble enough to admit you don’t know everything.

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